The purpose of this study was to examine norms development in past public health campaigns to direct lessons learned from those efforts to future anti-DWI programming. Three campaigns were selected for a multiple case study. The anti-smoking, anti-drug, and anti-AIDS campaigns were examined through in-depth discussions with experts of the campaigns. Ten experts, specifically discussed their knowledge of those campaigns and the potential application to anti-DWI promotions; other experts provided a more theoretical background on norms development and behavior change models. Recommendations were developed to promote actions that can lead to the further development of anti-DWI norms.